Link Aging

I want to talk about something that might help clarify more about the Google “Sandbox Effect,” which is a topic of hot debate in the world of search engine optimization. Some people believe that new websites are placed in a “holding area” in order for Google to determine the website’s credibility. It isn’t until this point that Google will let the websites go, so to speak, and begin recognizing them. While Google has denied the existence of a “Sandbox”, there is evidence that Google’s algorithm gives greater weight to older websites and to older inbound links. In an effort to add some information related to this theory, I want to talk about “link-aging.”

“Link-Aging” basically refers to the theory that Google treats websites as more credible once their inbound links get to a certain age. There is not a lot of data about this topic, but it seems like a good explanation for the delay websites see when getting high Google results. It has been theorized that even after a year of being in the “Sandbox,” if you don’t have enough links, you will not get out.

Even though the thought of this might entice you to want to lean toward quick-fix techniques to exploit Google’s weaknesses, it is not recommended. Any black-hat behavior will often come back around to bite you in the you-know-what, and will make your website lose credibility with all search engines (not only Google). Once this happens, it is very difficult, if not impossible, to gain back your credibility.

The quick-fix is not the answer. Time and patience is. Your web marketing company should have explained to you that getting high rankings on Google can take upwards of six months in some cases. You have to take the time to put high quality content into your website and build credible in-bound links through approved methods and avoid things like getting plugged onto link-farms which search engines frown upon.

To build links, think about non-competitive colleagues you might have who would be willing to link back to a page on your website. What about your university directory or any professional organizations you’re involved with? Also, blogs, like the one you are reading now, and articles are another great way to get links back to your website.

This whole concept can be pretty confusing and since there is such limited data, it is definitely one for debate. The important thing for us to remember that there is no quick-fix to this problem, at least not one that with have lasting, positive results! Talk to your search engine marketing company to learn more about becoming proactive in building links for your website.